11 Tips for New Personal Trainers Preparing to Launch an Ad Campaign on Facebook

Creating an efficient ad campaign on Facebook can seem daunting, but there are plenty of ways to make sure you reach your target audience

The content of the Fitness Council is neither produced nor approved by the editors of Men's Health, and its publication here is not a recommendation or an endorsement by Men's Health or its publisher, Rodale Inc.

Image courtesy of Men’s Health Fitness Council.

One of the challenges new personal fitness trainers or fitness pros have is advertising. You know you can do good work and help people reach their goals, but communicating that idea out into the world is tricky. It’s easy to send out the wrong message or deliver it to the wrong audience. While no advertising tool has perfect reach, social media ads are a solid way of getting out the word to interested people, and at a reasonable cost. So how can you get started? And what are the pitfalls you should watch out for? Below, members of Men's Health Fitness Council give their advice for launching a Facebook ad campaign.

1. Figure Out Your Target Market

Before you launch an ad campaign on Facebook, figure out your target market or niche. It is easier to target a specific market or crowd via social media. Once the niche or target market is established, your marketing strategy becomes stronger. Different crowds like different things: You won't be able to attract stay-at-home moms with Olympic lifts or CrossFitters with Pilates. - Julius Hearn, 360 Active Recovery

2. Advertise Your Strengths

It’s critical to capitalize on your platform. Mine, for example, is overcoming adversity. Offer something that's unique and not just another cookie-cutter-style fitness ad. Show your audience what sets you apart from your competition. - Chad McCrary, ChadMcCraryInspires.com

3. Highlight Your Coaching Style

It's important to remember why you're on Facebook making a video. Ultimately, it's to show people what you can do. Let people see how good of a coach you are. Fitness pros get so lost in trying to be a brand that they forget the reason they're making the video in the first place. Good coaches are hard to find. - Robert Corapi, Block Training

4. Don't Focus on Yourself

Our industry is cluttered with narcissistic "trainers" who want attention on themselves rather than the work they provide and clients they help. Keep in mind you are trying to help others, not yourself. A person who's training for a race or trying to lose 30 pounds couldn't care less about what kind of abs you have! Focus on programs you do with your clients, and make sure to post their accomplishments, transformations and milestones. - Kevin Bay, HybridFit Club

5. Tell a Story

You have heard it before: facts tell, stories sell. If you are wanting to launch an ad campaign on Facebook, then telling a story can help that ad reach the people you are potentially targeting. The more effectively you can communicate the reasons why working with you can be so beneficial, the more likely someone will stop the scroll to learn more. - Danielle Natoni, Fit and Funky

6. Be Brief and Be Powerful

Create an eye-catching ad featuring a picture of you training a client with a strong headline. Advertise your niche so you can be chosen by the right clients, and be sure to show yourself as the best at what you do. - Tommy Ardito, Brooklyn Health and Performance

7. Offer a Clear Action Point

One mistake fitness professionals make is failing to create a direct pathway back to their websites and mailing lists. A general ad that doesn't also give the customer a reason to take action can be a waste of money. You should have a simple giveaway that requires your audience to sign up for your mailing list. This gives you the ability to reach out to an individual in the future free of charge! - Jake Trione, Triaffect Fitness, Health and Wellness

This site is probably one of the best resources for free information for personal trainers on marketing. Second, identify your core audience. Who do you want to work with? Start writing for them. Third, jab, jab, jab, cross. Don't always try to sell; you have to build up credibility first. Pitch a sale no more than twice a month. - Ben Dearman, KDR Fitness

9. Hire an Expert for the First Few Campaigns

People who run ads for a living can provide direction and efficiency to ensure you won’t waste time. Ask them questions, and slowly you’ll learn the basics of running your own campaign. Put conversion systems in place so after you get the lead you don't waste your money. Know what works by following up and constantly tracking results. - Detric Smith, Results Performance Training

10. Make Sure It's Profitable Before You Launch

I spend tens of thousands of dollars on Facebook marketing each month. I know before I launch I'm going to make a minimum of two times return on ad spend. Most campaigns fall between a 500 percent and 800 percent ROAS. The key to bringing in that type of ROI is to identify your target market and pain point, then solve the pain with a product or service. Refrain from devaluing yourself. Know your key performance indicators. - Elijah Bowie, Peak Fitness

11. Don't Overthink It -- Get Started!

First off, what are you waiting for? The outreach really is incredible for what you pay. As little as $20 will get you exposure to nearly 3,000 people who are interested in what you do. As for content, keep your videos short, your headlines clickable and take time to work on the aesthetics of the ad itself. Before posting, ask yourself, "Would I click this?" - Bradley Swinney, Camp Gladiator

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